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Duo Media Network secures Euro 2028 rights in Estonia

Published: Updated: 12:32, 3 Jan 2025
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Duo Media Network will cover all 51 games from the 24-team Euros

Estonia's sports broadcasting landscape has taken a significant turn with the announcement that Duo Media Networks has secured exclusive broadcast rights to the European men’s national team soccer’s Euro 2028 tournament. This development follows a second tender process for these UEFA men's soccer rights in the Baltics, which took place last May.

The deal, unveiled by Baltic group Duo Media on January 2nd, covers all 51 Euro games from the 24-team Euros. The tournament will be held across England, Wales, Scotland, and the Republic of Ireland from June 9 to July 9, 2028.

This marks a shift from previous arrangements where coverage was split between multiple broadcasters. For instance, during the Euro 2024 tournament held in Germany last June and July, Estonian viewers tuned into TV3 and commercial broadcaster ERR for coverage.

Viaplay exits Baltic market

European heavyweight Viaplay had initially secured rights to a wide range of UEFA competitions in Estonia (as well as Latvia and Lithuania) for the cycle spanning from 2022-28. However, due to serious financial issues leading to an early market exit last year opened up opportunities for other broadcasters like Duo Media.

Viaplay has now completely exited the Baltic region with TV3 acquiring most of its rights. The company is currently focusing on its core markets: Scandinavia and Netherlands.

UEFA reopens tender process

Following Viaplay's exit from the market last year due to financial constraints; UEFA reopened its Euro media rights tender alongside its CAA Eleven partner agency. This process also covered qualifiers for that tournament as well as European qualifiers for FIFA's Men’s World Cup slated for 2026 and UEFA Nations League matches.

It is worth noting that Estonia’s national team has never qualified for Euros before; the main qualifying games for the UK and Ireland edition are set to begin in early 2027. The only Baltic country whose men’s team qualified for a Euros was Latvia, back in 2004.

Duo Media is not new to sports broadcasting. The network also provided coverage of action from the Olympic Games held in Paris last year, catering specifically to an Estonian audience. In terms of other European media rights deals for Euro 2028, agreements have been announced with BeIN Sports in France and public-service broadcaster NOS in the Netherlands as of mid-2024.

This development marks a significant milestone for Duo Media Networks and promises an exciting future for soccer fans across Estonia.

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